Beyond Branding: How The New Values Of Transparency And

The book explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on contemporary research and using international case studies, the contributors cover: new ways to measure value; the responsible use of power; leadership and how it can balance ethics, reality and vision; authenticity; the role of NGOs; engaging consumers in ethical issues; and the business benefits of "open" branding. Contents: A brand of enlightenment, Nicholas Ind; Whose brand is it anyway?, Denzil Meyers; Beyond brand narcissism, Alan Mitchell; Branding for good?, Simon Anholt and Sicco van Gelder; Brand sustainability: it's about life. or death, Tim Kitchin; Brand, dynamic valuation and transparent governance of living systems, Chris Macrae; Authenticity, John Moore; What's brand got to do with it?, John Caswell; Anthropology and the brand, Ian Ryder; Transparency, or not - Brand Inside:Brand Outside - the most obvious yet overlooked next source for the brand's authentic evolution, Julie Anixter; Leadership branding, Thomas Gad; The brand manifesto - why brands must act now or alienate the future's primary consumer group, Jack Yan. Author Biography: Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management. Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.